CONTENT WRITING

Content Writing to Support Your Strategic Goals

The content writing we do at The Allyson Group helps business owners and nonprofit executives to apply the same strategic focus to planning and creating digital content that they use in other areas of business.

Content writing today usually refers to content created for:

  • Websites
  • Blogs
  • Social media platforms
  • Intranets (Employee communications)

The term is often understood to include the skillset called on-page optimization or on-page SEO search engine optimization). This means the writer prepares digital content for indexing by search engines - and at the same time makes it easier for the website user to navigate the site. That means they are delivered to the client with all the elements of search engine optimization:

  • Hierarchical headings
  • Keywords and key-phrases
  • Internal links
  • External links
  • Photos, images, video, and graphical content
  • Meta- and other types of tagging

Content also refers to print formats, in the form of items like:

  • Brochures
  • Sales and marketing collateral
  • Press releases and press kits
  • Guides and manuals

Regardless of the format, content writing cannot just entertain readers. It must get them to respond to various calls to action:  joining mailing lists, sharing post content, following the company on social media, even buying products online. Customer “engagement” means they have to do something. So, at the foundation of content writing is causing customer action.

The professional content writer is a brand representative and brand advocate, communicating with and for client companies. 

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